In Indonesia, beauty and wellness are deeply intertwined—allow this expert to provide some (joy-inducing) insights.

      (Image credit: Graphic by Kennedy Caldwell) Welcome to Worldly Beauty, a quarterly series where we spotlight beauty products, ingredients, and traditions influenced by different cultures. We provide an in-depth view by featuring opinions and suggestions from local experts and trendsetters. A tribute to diversity, this column explores beyond our familiar concepts to highlight the beauty practices and philosophies that drive the world forward.

      (Image credit: Graphic by Kennedy Caldwell) The beauty industry encompasses various elements, but balance is not one of them. Despite the unprecedented access and connection to diverse cultures—largely attributed to social media—the West often defaults to a primarily Eurocentric perspective. This is evident in the seemingly harmless phrase "beauty and wellness." The term "beauty" is often associated with superficial aesthetics, while "wellness" relates to internal and conceptual aspects such as sleep, digestion, and movement. Although the conjunction "and" suggests a connection between them, they remain distinct in the Western mindset.

      This is not true for many other cultures, such as traditional Chinese medicine or Ayurveda from India. Both view beauty and wellness as inherently linked. The same perspective is held in Indonesia, where beauty traditions have long been connected with health and wellness. A prime example of this is Jamu, an ancient Indonesian herbal practice aimed at addressing ailments ranging from colds to fatigue, digestive problems, sexual wellness, and skin issues.

      To delve deeper into Jamu and Indonesia’s approach to beauty and wellness, I spoke with Metta Murdaya, founder of Juara, a skincare and wellness brand inspired by the Jamu tradition. She provides valuable insights into Indonesian culture, discussing traditional ingredients, the significance of a holistic approach to beauty, and more. If you can’t travel to Jakarta or book a Bali getaway, this is the next best alternative.

      (Image credit: Juara Skincare; Metta Murdaya) How would you articulate the Indonesian beauty philosophy? Our health-and-wellness tradition is ancient. Beauty is essentially an extension of health and wellness. How you appear and your skin are part of your complete self and are linked to your emotions and well-being. It is naturally connected—similar to the health of your digestive system, for example. Interestingly, we’ve recognized the importance of the microbiome long before the term was coined. All of this naturally extends to the surface—like skin and hair.

      That’s why we utilize similar ingredients. We consume roots like turmeric and ginger, which are also highly beneficial for the skin. They’re even used in remedies for jet lag. Additionally, the betel leaf offers benefits for both internal health and external applications. We use betel leaf in drinks for medicinal effects, and it's also an effective deodorizer. In traditional beauty shops in Indonesia, products are organized by their ingredients, so you'd find toothpaste alongside vaginal washes, which is quite logical.

      The Indonesian beauty philosophy connects outward appearance with inner feelings. In contrast, the U.S. and the West have fragmented this idea, associating beauty primarily with hydrated skin and wrinkle reduction. Why limit it to that? Beauty also encompasses how you feel within.

      The Indonesian word for pretty, "cantik," carries a connotation of sweetness or a person's positive energy. This is inherent in the term. In contrast, the concept of pretty and beautiful is distinct here. The term "ganteng," referring to an attractive man, implies not only good looks but also good health—unlike "handsome," which does not necessarily connote health.

      As a brand founder, do you observe U.S. brands that have focused solely on the beauty aspect in the past now trying to incorporate self-care? They claim, "We want you to feel good too." Do you ever think, "Hey, we've been doing that forever!"? Beauty is indeed about feeling good, albeit in different ways. Historically, luxury in beauty was not discounted. Beauty wasn’t merely technical. Reflecting back, women would indulge in simple luxuries like a beautiful red lipstick during tough times. That lipstick might be inexpensive, but it makes you feel fabulous. That’s the essence of luxury and ritual.

      In the West, beauty is often equated with color cosmetics and skincare. While stories exist in these categories, they've somehow been lost, and we now attempt to reassemble them with terms like "neurocosmetics." It’s interesting that you're acknowledging that fragrance and cosmetics can stimulate feelings, but why label it "neurocosmetics"? Isn’t that simply the purpose of cosmetics? The notion has been fragmented, and we are slowly working back to the whole.

      People desire quick solutions. Often in the U.S., beauty and wellness become disconnected to speed things up. In Indonesian beauty, we start from a place of feeling good before looking good. For example, we have the "cream bath" treatment. It’s a deep-conditioning experience for hair where you go to a salon and choose your treatment based on your hair's needs. At the salon, they